Research On Marketing Strategy Optimization Of Domestic Air-conditioner Of Gansu Gree Electric Appliance Sales Co.,Ltd

At the beginning of its establishment,Gansu Gree Electric Appliance Sales Co.,Ltd.has taken the perfect marketing system and high-quality after-sales service as the favorable starting point for the company’s development and growth.Its market share of household air-conditioning in Gansu and Qinghai is in a leading position,which is recognized and relied on by the majority of dealers and consumers.Under the circumstances of increasingly complex internal and external environment and increasing uncertain factors,the sales volume of Gansu Gree has declined seriously from high-speed growth,and the driving force of sustained growth is obviously insufficient.Facing the new market environment,Gansu Gree Electric Appliance Sales Co.,Ltd.must seize the market opportunity,adjust the market layout,further optimize the marketing strategy in the current fierce competition environment,and enhance the comprehensive competitiveness.This article takes Gansu Gree Electric Appliance Sales Co.,Ltd.’s household air-conditioning marketing strategy as the research object,and first combs the research tools related to marketing strategy theory.Then,on the basis of in-depth interviews with Gansu Gree dealers,chain stores,first-line sales staff and users,the status quo of Gansu Gree’s household air conditioner marketing strategy was analyzed,and the problems in Gansu Gree’s household air conditioner marketing strategy were found.And analyzed the reasons.The thesis uses PEST analysis tools to analyze the macro environment,uses Porter’s five forces model to analyze the competitive environment,and uses SWOT analysis to analyze the direction of marketing strategy.Through the use of STP theory to reposition the market in which Gansu Gree is located,and put forward operational and targeted marketing optimization strategies based on 4Ps.Finally,necessary safeguard measures are formulated for the implementation of the proposed optimization strategy.Based on the research of Gansu Gree Electric Appliance Sales Co.,Ltd.’s marketing optimization strategy for household air conditioners,this article helps Gansu Gree to correctly understand the company’s problems in the marketing management of household air conditioners,and help the company strengthen marketing management and marketing innovation.Improve the company’s competitive advantage,which has a practical business guidance role for the company.At the same time,it also has a certain reference effect for companies with similar problems in the marketing management process.